* Demonstrate an understanding of what is needed to implement a marketing communications campaign effectively.

Aims

This module aims to provide students with an understanding of the concepts of communication within the Marketing paradigm. It builds on understanding acquired in the Marketing Management module.

Brief description

This module aims to provide students with an understanding of the range of communications concepts, tools and practices required by organizations to market their products/services effectively. This course covers a range of communications processes, including the issues of noise in the process, contemporary developments in marketing communications and the links to consumer behaviour. The importance of branding is also developed as a strategic communications tool. The module concludes with an evaluation of the marketing tools and their ability to communicate effectively to the target consumer.